In a move that showcases the continued growth and development of virtual reality (VR) in the hospitality sector, Intercontinental Hotels Group (IHG) is now providing guests in China with a newly launched VR experience.

Developed in partnership with Taiwanese electronics company HTC Corporation, the experience is being offered in two formats. The first is a VR offering in the hotels’ Vive Zone, providing guests with gaming, entertainment and interactive experiences in a fully immersive, digitally generated environment.

Meanwhile, the second offering enables guests to experience IHG’s Vive line of VR content through the Viveport application store in their own rooms. The company claims it is the first international hotel group in China to provide this kind of in-room digital experience.

Speaking about the new offering, Emily Chang, IHG Greater China’s chief commercial officer, said: “The application of VR in collaboration with HTC reflects our pursuit of the most advanced amenities, in line with our promise to enrich the travel experience of all IHG guests. Launching the VR service will also lay a solid foundation for employing other technologies in the future.”

The technology will initially be offered at three properties in IHG’s China portfolio: Hotel Indigo Shanghai On The Bund, Crowne Plaza Beijing Sun Palace, and Intercontinental Sanya Resort. The hotel group plans to expand the offering to other properties in China in the future.

“Virtual reality will have a deep and positive impact on many businesses, and the hospitality industry is one of the first to take advantage of its benefits,” said Alvin W Graylin, China Regional President of Vive, HTC. “We are excited to work with IHG to deliver the world’s first VR-ready guestrooms and provide a superior level of immersive experiences which will delight their customers in China, and soon globally.”